The Research of Consumer Behavior to Mobile Phone Advertisement

• Main Authors: Wu mei-hsiu, 吳美秀
• Other Authors: Hsiu-Hui Sun
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/30417020270663778033

碩士 === 國立政治大學 === 廣告學系 === 87 === Mobile Phone is advertising agency''s new lover in these two years. Since the liberalization of telecommunication, mobile phone sellers import all kinds of phones in huge amount to supply customers'' demand. After an year''s "Supply and Demand", the market of mobile phone is under a kind of stable situation. Meanwhile, many sellers have lots of stock, and these stocks push them to promote in various ways. Certainly, many commercial advertisements come out. With all possible promotions. the importers can sell out their stock to reduce their cost pressure. It also enlarge the market scale by stimulate this market with lower and lower price. The market scale is easily enlarged by those potential consumers as we can find out.Right now, mobile phone is more than a telephone for communication and something symbolic and material. Here I will start with the major concept from the theory of Bourdieu. From its structure of theory, we could view the different classes among habits, capital, and fields. They mean different taste of consumingf, also life style. Making use of 18 commerical advertisements by semiology, I finally categorize five kinds of Consumer Behavior as follow. 1. Elite Oriented 2. Creativity Oriented 3. Whatever Oriented 4. Price Oriented 5. Social Oriented 6. New Nobility. Despite the different consumer behaviors, there is existing main stream in our culture and value like chasing victory, hunger of success, the expectation of wonderful future, the dream of freedom, and the demand of simple. Facing these main streams of value in our society, all different commericial advertisements reflect all kinds of our cultures one by one neatly.